Contexta launches the Appenzeller
Appenzeller cheese launches the "Appenzellerin". The new variety is intended to appeal to those people who do not like the recent taste. Contexta accompanies the launch with a cross-media campaign.
The Appenzeller Käse varietal organization and the Contexta agency spent more than three years developing Appenzellerin - from the strategy or positioning to the flavor profile, packaging, campaign and sampling. The final result is based on one of the largest quantitative taste and marketing studies in the cheese industry.
The decisive factor in finding a name for the new cheese from Appenzeller Käse was its difference from the previous Appenzeller cheese. And according to Contexta and Appenzeller Käse, an Appenzeller is the complete opposite of an Appenzeller.
The new variety is strikingly packaged in pink, because for over 100 years the traditional costumes of the Appenzeller women have worn this shade. In terms of taste, too, the Appenzellerin goes its own way and presents itself as mild and discreetly aromatic.
At its core, however, the new variety remains true to the manufacturer. It is made with untreated raw milk in the traditional area of origin and is cared for with the secret herbal brine. So it was obvious to base the launch campaign on the cheese secret known throughout Switzerland - just the other way around:
In order to find out whether consumers like Appenzeller or Appenzellerin better, the variety organization has launched the Appenzellerin test, a national sampling campaign. "This not only answers the favorite question, but also convinces the target group in terms of taste. Tasting is the way to sales success," says Reto Steiger, Head of Marketing & Market Development at the Sortenorganisation.
The Appenzellerin will be launched in mid-September and will be available at Coop, Migros and many other stores.
